In the age of big data, it might seem like audience targeting should be easier than ever. Theoretically, knowing more about your audience should be helpful. The complication is that although marketers have access to more information than ever before, it’s not necessarily the information they need. 

Deep audience insights come from actionable data, a.k.a. data that is geographically relevant and takes shopper intention into account. Unfortunately, deep audience insights are often obscured by a tangle of irrelevant details. The right partner can cut through the weeds to find the deep audience insights and unique data advantages that can help you reach your target audience.

The Walled Garden Problem

Certain companies and platforms control access to large data sets that they allow advertisers to use for audience targeting, think Meta (Facebook) or Google. These “walled data gardens” tend to create audiences based on broad, national-level data models. They’re good at identifying people who are likely to buy, but not at finding those shoppers in your location. 

On the other hand, when they do take geography into account, they tend to ignore intentionality. They can show you 10,000 people who meet your basic demographics in your target area, but not whether those people are actually in the market for what you’re advertising. 

In other words, walled garden data lacks specificity to your local market, and instead relies on generalized, national data models.

Competitive advertising agencies understand that generalized shopper information is not enough. What they need is actionable data about their specific audience. They want access to information that is geographically relevant and takes shopper intention into account. 

Break Through the Data Wall

The third-party data enclosed in data gardens belongs to someone else. You can’t control what data is collected, and some platforms end up including bots and duplicates in their data sets. This leads to ad waste and unreliable shopper predictions.

That’s why forward-thinking marketers are seeking out partners with the right data who can optimize it efficiently. They’re looking for partners with: 

• Unique data that no one else has
• Actionable data they can use immediately
• Data that provides a competitive edge

In short, they’re breaking through the data wall with partners who provide deep audience insights, unique data advantages, and effective engagement strategies.

Grow Your Own Garden of First-Party Data 

Instead of relying on third-party data from someone else’s walled garden, you can cultivate your own unique crop of actionable audience insights. First-party data collected directly from your shoppers is relevant and unique. It provides a competitive edge by helping you identify in-market customers and develop accurate lookalike audiences. 

Ignite by Launch Labs makes it easy to collect first-party data directly on your website without cumbersome forms. The moment visitors land on your website, they’re prompted to share their location. From there, Ignite collects their information and tracks their actions to deliver audience insights that are instantly actionable. 

Engage visitors with automated, custom offers that match their specific intentions. Ignite elevates leads that are ready to buy for easy follow-up by your sales team. Then export first-party data for use in SMS, email, social media, or display ad marketing wherever shoppers spend time. Launch Labs' AI-modeled audiences deliver more precise targeting for your marketing efforts. 

Cut through the tangle, break down the wall, and claim the competitive advantage with unique audience insights your advertising agency needs. See how Ignite by Launch Labs can help. Schedule your free demo today.